A year ago I worked with Catherine Bowyer, an Australian lifestyle strategist and coach, to help her get clarity on where to take her business. During our clarity session, she realised that she wanted to shift away from corporate coaching towards personal coaching. She then used my Copy & Canvas package to give her website a make-over and to tell her brand story. You can read this blog to see the process we went through. I caught up with her to find out how things were going a year on from our work together. This is what she said:
How has business unfolded?
After our initial sessions of working together, I was able to gain clarity about the core messaging of my business and how all the pieces fit together – coaching programs, workshops, retreats and products. Having this clarity has really helped me to move forward with my business. I went from confusion and overwhelm to clarity and getting on and promoting my business.
The focus in my business has always been about helping people to be the best versions of themselves and living their best lives, however you helped me to narrow down what I really do. I’m really about helping people to be happy. This was a very important point for me as it is the underlying message of everything I do in my business.
You asked me a question of ‘What’s my thing’; what’s the ‘thing’ that represents me'. I pondered over this for a while because I wasn’t really sure, but after a bit of probing from you, I was able to crystallise that my ‘thing’ is being at the beach and being in the sun. This formed the basis for imagery for my website and marketing material and still does – I always look for fun, beachy images where appropriate.
Another big thing that came out of working with you was the name for my monthly women’s meet ups. As I hadn’t started the groups when we were working together, I was confused about how to market them. I knew what I wanted them to be but not sure how to create the right messaging around them.
You came up with the name ‘Happiness Hive’ which is absolutely perfect. I have been running these groups once a month for 12 months in June. This group is all about inspiration, motivation, education and having fun. I get 20-30 women attending each month and they lovingly refer to themselves as ‘Happy Hivers’ or just ‘Hivers’. I love this. We discuss a different topic each month and have different guest speakers. There is a core group of women attending with newbies each month. We have created an awesome place that has a really ‘buzzing’ vibe! It really is even better than I originally imagined.
The Happiness Hive isn’t a money-making venture for me (it actually ends up costing me money), however it is an awesome platform to promote myself and what I do. I have gained new coaching clients as a result of running HH. This really is a passion project for me and is leading to opportunities for my business. I have set up a Happiness Hive Facebook group where I mirror the monthly topics and interact with the group. A bit of a tricky thing is that the meet-ups are in Canberra, however people in the HH fb group are from all around Australia and the world. I try to make sure I cater for these differences, so people don’t feel left out if they can’t attend the meet up.
I have Trademarked ‘Happiness Hive’ so no one else in Australia can use that term – I own it!
Did the new brand identity help grow your business?
To a certain degree. One of the main things has been the Happiness Hive, which helps me market my services and which has brought in new coaching clients.
I am also setting up a ‘Happiness 4 Humanity’ program – personal transformation programs that I will be running in a little village in Cambodia in 2020, with participants from anywhere in the world. The programs will be multi-faceted: participants attending the programs will make profound and lasting changes in themselves and their lives and we will also contribute to the lives of women living in impoverished communities.
Another thing I plan on doing this year is setting up ‘Your One Life, Happiness Foundation’ where a percentage of all sales from my business will be donated. The Foundation will then give back to women in the way of providing scholarships, resources, and support to help them on their path to happiness and being the best version of themselves.
And hopefully this year I will also set up ‘The Happiness Hive Membership Lounge’ – this will be a premier membership program designed to support women experience happiness and success in every area of their lives.
These initiatives were there before I worked with you last year, however you helped me get the clarity about what to call them and how they fit together. As you can see ‘Happiness’ is the key theme that runs through my business initiatives. And now that I have clarity, it frees up my mind to get on and do stuff, instead of feeling overwhelmed how it is all going to fit together.
Did it change the way you felt about your business?
Yes! Having ‘Happiness’ as the core of everything I do in my business, has helped me to emulate this core message in everything I do – in my business and in my personal life. To be completely honest, it feels perfect. My business felt great before, but now it feels really great!
Having clarity about my core messaging has also helped me to think about my personal brand and do I match the ‘happiness’ vibe. I think I do!
How did people respond to your new look and the new services you were offering - particularly the meet ups that you wanted to hold?
People love it. I am focussing on working with women and that’s what my brand says. I chose to go with a bit of a retro, relaxed, friendly, upbeat theme for my website and marketing material. I get comments because people are recognising the brand. I think the imagery is fun, playful and friendly, which is what me and my business are about.
Women love, love, love the Happiness Hive. I’m getting 20-30 women there each month and I’m in two minds about whether to try and grow it or leave it at this size. I think I might try and get about 40 women there. If it get’s too big, it starts becoming something that I’m not sure I want it to be. There are lots of other opportunities to cater for larger group sizes.
What other new things have you implemented in your business since?
I have finalised my DIY program. I had the content developed before we started working together, however after the key messaging of ‘Happiness’, I called the program ‘Find Your Happy’. I also had a freebie resource which I referred to as the Life Wheel – I’ve changed the name to ‘Happiness Checker’.
I’ve run a free online program called Happiness Seven: 7 days to a happy, new you (the fastest and easiest way to being happy and loving life!). I’ve also run ‘Happy New You: Making 2018 your best year yet!
As part of my Happiness Hive fb group, I run regular fb live sessions which are based on the topic of the month.
What plans or ambitions do you have for it moving forward?
To expand the reach of my business including Happiness Hive and look for opportunities of collaborating with other women locally and online.
As my reach with Happiness Hive is reasonably strong, I am going to start introducing workshops and seminars that build on our monthly topics. I will continue to use HH as a platform for marketing my other products and services.
I’ll be introducing the membership lounge, Happiness Foundation and Happiness 4 Humanity programs over the next 12-24 months.
Any final thoughts?
Thanks again for helping me gain clarity in my business. It really set the foundation of what I’m about and has allowed me to move forward instead of feeling stuck and overwhelmed. Your work helped tie everything together and has freed me up to enhance what I do. I’ve definitely got the confidence now to promote my business, which I was a bit nervous about before we started working together. Thank you.
I just want to congratulate Catherine on doing so many brilliant things with her business. How inspiring to see someone take an idea and grow it into something that makes other women - and herself - happy. Love it!
If you could benefit from Catherine's services, do check out her links or join her Happiness Hive on Facebook.
Catherine's Facebook page
Catherine's Happiness Hive Group on Facebook
Over on the Campfire Club, someone asked how you manage when you simply have too much to do. I shared some tips on making a list of what has to happen and then outsourcing. But it got me thinking. There are just 5 weeks until Christmas and only 6 until 2018. It's like someone put the clocks on fast forward. And for many people, there is too much to do and not enough time to do it in.
Often the worry of what we need to do is actually bigger than the thing itself. Once you've written a list, it's easier to see what you have to do and can start to tick it off. But sometimes it will still be easier to hand some of the tasks over to someone else.
But that in itself can seem like a job: Find someone to do XYZ, brief them, manage them. What if they don't do it well enough? And so you don't do anything and your to do list gets longer.
I wanted to share three examples from the last week of how I helped people by taking something off their plate effortlessly. They didn't need to spoon feed me or wait on lengthy proposals or micro manage the process. They simply got in touch, explained what they needed and I did it. Job done.
Peter got in touch on Sunday and asked me to write an award submission for him as the deadline was fast approaching but he couldn't find the right words. I chatted to him at 3pm yesterday. He had his completed award submission by 6pm. Job done. He said:
'Thanks Melissa, That looks good.'
Jane got in touch last week, saying she needed words for a flyer for an event, but didn't seem to be getting to it because of everything else she had to do. I took a brief in the morning and she had her copy that afternoon. It's now with her designer and printer. She can hit her event with marketing materials sorted. Job done. She said:
'Yep - this fits the bill very nicely!! Thanks, Melissa - I knew you’d crack to for me!'
I went to see Helen and team on Wednesday last week. She had some blog posts that needed to be written, one of which I felt could make a good press story. By yesterday afternoon I had written a communications plan; four blog posts; three emails going to staff, customers and colleges; researched an industry issue; discovered that it was going to be covered in the Autumn budget speech tomorrow; wrote up a press release; found the email for the CEO of a company we wanted a quote from; reached out to her and got her quote approved via her press team; wrote tailored pitches for trade, regional, national and broadcast press; found the right press contacts; sent the news out; put the news on a wire service; sourced a videographer for them; identified three award opportunities for the company and am now working on those. Job in progress but mostly done. They said:
'Thank you Melissa. All fantastic!' and 'You are a machine!'
My point? You don't have to do this all yourself. If you have little thing that needs to be written or a major project that you need help with, I - or someone like me - can take it off your plate. I work fast and efficiently. If I see marketing opportunities that may benefit you or have ideas that might work, I'll suggest them free of charge.
I charge an hourly rate or if it's a big project, can give you a project-based quote in advance. It doesn't matter if you are a sole trader or a big company, I am the extra pair of hands you need to help you get through your to do list. Get in touch and give yourself the gift of time this crazy season. You will be so glad you did.
I was at a networking event recently and was asked 'what do you do?'
Now the short answer is: marketing, copy and communications. But the bit that I do most and love best is the clarity bit. My challenge is that it's so hard to explain.
I found myself sharing examples of work I'd done for clients to make what I do more real. I could see the expressions on people's faces change from one of blankness to one of 'oh yeah, that would be really useful.' So what was it that made people go from politely glazed to animatedly interested?
Story telling. That's what.
If I said that I 'help small businesses get clear on what they want their business to be', it doesn't mean anything. But when I told them a story about how I actually helped a client change, they got it.
Story telling is what I do for my clients. And it's what you can do too to bring your business to life for your ideal clients.
Let me make up a story to explain.
You're an accountant. You've left the corporate world and decided to set up on your own. You think you've got your target market sorted: small businesses who can't afford the big accounting firms.
In your head you know that you hate corporate bullshit and you're a lovely, warm, funny person - despite being an accountant (sorry accountants). But you've got this hangover from the corporate days that tells you that you need to come across as serious and professional because, you know, you're an accountant and money is a serious business. So you create a website that shows WHAT you do for these small businesses e.g. tax returns. You may even go to great lengths telling them HOW you do it for them ....with your wonderful step-by-step, bite sized packages.
But you don't tell them WHY YOU. And you don't show them how you are different. You don't show them that funny, warm, lovely side of your personality (which incidentally is what makes you different from all the competitors. No-one is you).
You choose a name like: Whizzy Accounts. You think you're being different and showing off your fun personality. But you're still just another accounting firm with a more brightly coloured logo perhaps.
What if you flipped it over and made your lovely, warm funny personality front and centre of your brand? They're going to be working with YOU right? So make your brand and the experience they have working with you match.
What if instead of dreading doing tax returns, they wanted to come and see you? Because when they see you, they have a laugh and a lovely cup of tea and it just feels relaxed. So why not call it Tax over Tea (or something that you spend longer than the 10 seconds I just spent coming up with) that demonstrates not only what you do but your entire vibe and how it helps them?
Paint the picture of what that feels like. Show photos of you having a laugh with a client while you drink cups of tea. Sure you do tax returns. But really what you do, is take a truly shitty part of running a business and turn it into something fun. Isn't that awesome?!
Your approach should be front and centre of your brand story. And I don't just mean having a cup of tea as part of your logo (in this particular case). Remember, a brand is so much more than a logo. It's the entire story you tell people in every single interaction they have with you.
One thing to remember as you tell your story: You need to tell it in a way that shows how you help your ideal client. This isn't about you and how wonderful you are so much as it's about how your wonderfulness helps them. There's a subtle but important difference.
So ask yourself: what is your story? What sets you apart? Are you telling that to your clients?
No? Then change it.
A final thought: doing this can be hard as it's difficult to see ourselves clearly. We're too self-critical or close to what we do. Sometimes we need someone to hold a mirror up to us and say: hey, you are THIS. If you need someone to hold that mirror for you, drop me a note. That's what I do. Find our more here.
I want to tell you a tale of two brands - and my experiences with them - that will explain why some brands can charge a premium. It also shows why some brands are better loved than others and what you can do to improve yours.
Like many busy working mums, I order my food shop online. Contrary to what my children believe, food shopping is not a task that I relish. It is tedious. Not least because you have to do it week after week after week (it's so annoying how everyone keeps needing to be fed, right?) Which is why anything that can make the experience easier will be appreciated.
I have used Ocado for years because they were the first company to deliver to where I used to live. And because I had all my favourite foods saved in the system, it was easier for me to keep going back to them.
However, Ocado has two problems. First, if you forget to order your food until the evening, it's unlikely you'll manage to get a delivery slot for the next day - unless you're prepared to wait until 10pm at night. Second, it is more expensive despite claiming to price match. I've been prepared to pay the premium though thanks to the convenience and the fact that they guarantee the food life, rather than giving you a bunch of stuff that is about to go off the day it is delivered (glares at Tesco and Morrisons....).
This week I decided to try Sainsburys online as I'd left it too late to get an Ocado delivery and even my ready steady cook abilities were being challenged (there's only so much you can do with half a bag of cous cous and some baked beans.) As I regularly shop an in store Sainburys and as I have a Nectar card that tracks all my shopping purchases, all of my favourites should be stored in Sainsbury's system. And Sainsburys has a new tool that allows you to import your favourites from another online shopping site. All of which should make it easy. Right?
Except that using the Sainsbury's site is difficult. It's hard to navigate to find the things I want. It's just not intuitive. And once you have things in your trolley and you want an overview of what you've got, it's difficult to get a single view to check what you're missing. If you want to add or delete something in your trolley, the page reloads after each addition, meaning that you have to scroll down to where you were in your list again. You lose your place and it takes an age. As a result, I ended up with two jars of honey and no bread in this week's shop.
But it's not just the IT user interface that is less pleasant with Sainsburys. When you order from Ocado, you get a cheeky text message reminding you that Bob in the Onion van will be with you in the next hour. Just that little message personalises the experience. And when Bob in his onion van arrives, he is smiling and helpful, taking the bags out of the crates, offering to carry them in for you or at least handing them to you. Then he'll ask whether you want to return any shopping bags and will give you a cheery goodbye.
Contrast that with Sainsburys. No text or reminder that anyone is coming. No personalisation. When the unnamed delivery guy arrived he had the crates stacked outside the door and stood back and watched as I wrangled the bags free, even though he could have started to ready the next set of bags as I carried a load into the kitchen. He didn't offer to take old bags and wasn't particularly friendly.
After an Ocado shop, I feel a tiny bit of joy, that hard to name feeling that comes from a pleasant experience and a sense that the world is a friendly place. After the Sainsburys shop, I felt 'meh', just another job ticked off my to do list.
My point is this: A brand isn't what your logo or colour scheme says it is. Your brand is everything that you do - from user experience, to tone of voice use, to quirky additions to friendliness of customer service. And, the easier you make it for people to buy from you, the more likely they are to do it.
If Sainsburys polished up its customer service, made it's online shopping experience more user friendly and added a few clever marketing twists, I'd use it as it's cheaper and it's easier to get a delivery. Hey Sainsburys, I've got some ideas for you if you want them!
You don't need to be a giant supermarket chain to implement ideas that build brand loyalty. Even if you're a solopreneur, if you are battling to differentiate your brand from multiple other similar offerings out there, take a look at the little things you could change to delight your customers and to make it easier for them to work with you. Even a little change could make a huge difference.
If you fancy brainstorming ideas with someone to get clarity on how to differentiate your brand, book my Campfire Clarity session. To make it super easy for you, click HERE to find out more about it or click HERE to email me to set up a free 15 minute campfire chat to find out whether I am really what you need before you commit to buy.